Rio Tinto Launches 'As Real as You' India Campaign

RAPAPORT... Rio Tinto has launched an advertising campaign in India thatwill highlight a new range of fashion and bridal jewelry featuring Australiandiamonds sourced from its Argyle mine. The collections featured in the "As Real as You" campaign willbe available at 63 retailers across the nation, and will include designs usinguncut diamonds, known in India as chakri. The miner will track the stones from mine to finished jewelryusing its provenance system. "Today's consumer wants to know where their jewelry comes from,and the Australian Diamonds program celebrates Rio Tinto's diamond heritage andpedigree from a clean, traceable source of diamonds," said Vikram Merchant,director of Rio Tinto's diamond sales and marketing activities in India. Mithali Raj, captain of the Indian women's cricket team (pictured), will bethe official ambassador for the new campaign.